For each attribute, the difference between the expectation and delivery is measured and sorted from highest to lowest. It effectively highlights the attributes you need to focus on.
What do I need to do run GAP Analysis?
In order to run GAP Analysis, you must use the Side-By-Side Matrix question type. This automatically configures the system to run GAP Analysis across the different dimensions of the matrix. To add a Side-By-Side Matrix question, please see the side-by-side matrix question help file.
How can I access GAP analysis?
In this example, you’ll see the items are arranged on a chart comparing the two measured factors, in this case, importance versus satisfaction. This makes it easy to see at a glance what items to focus on that are of highest importance to a customer but lowest satisfaction.
| Customer Service | Top Left Quadrant | High Importance / Low Satisfaction |
| Product Packaging | Bottom Left Quadrant | Low Importance / Medium Satisfaction |
| On-Time Arrival | Right Middle Quadrant | High Importance / High Satisfaction |
How is this different than a regular “rating/satisfaction” scale?
Lets take the above example. Even though “Product Packaging” has a lower Satisfaction Score here, it’s obvious from the chart that it’s of lower importance than “Customer Service.” This XY-Scatter Plot captures both the satisfaction and importance dimension in the same chart visually.
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